Carrigan, Marylyn
(1995).
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| URL: | http://www.westburnpublishers.com/journals/journal... |
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Abstract
This article seeks to consider the efficacy of the societal marketing concept using the POSIT framework and a classification of corporate responsibility. The exploration of both positive and negative aspects of the societal marketing concept allows an overall discussion of the stakeholder interests concerned and the alternatives exposed. This produces some comparisons and contrasts for marketing managers to reflect upon when contemplating the adoption of the societal marketing concept, suggesting it may not always be in the best interests of all stakeholders.
| Item Type: | Journal Item |
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| Copyright Holders: | 1995 The Dryden Press |
| ISSN: | 0267-257X |
| Academic Unit/School: | Faculty of Business and Law (FBL) |
| Item ID: | 15187 |
| Depositing User: | Users 2400 not found. |
| Date Deposited: | 24 Mar 2009 10:20 |
| Last Modified: | 10 Oct 2016 14:46 |
| URI: | http://oro.open.ac.uk/id/eprint/15187 |
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